GigaOm founder Om Malik points out that Avis and Athena are a
new kind of a startup buyer – "big non-technology
companies" that "need a new technology-centric way of
thinking if they need to evolve their business models for the
post iPhone world."

He expects to see more of these buyers in 2013:

Today it might not seem obvious, but a year or two from
now, companies big and small are going to realize that emergence
of mobile and other newer technologies are going to redefine the
a business experience. As Ed
Aten in a guest post pointed out this weekend, all
businesses are now 24-hour operations. “The offline world is
filled with friction, inefficiency, incomplete information,
tedium and excess capacity,” he wrote. And that also means
inefficient businesses and other edifices of a different
era.